The Online Sales Monitor from the British Retail Consortium and KPMG found that online sales now account for 1 in every 6 spent by consumers, excluding food.
Helen Dickinson, director general of the British Retail Consortium, said that the figures were somewhat artificially boosted by the fact that people were more busy with things like Wimbledon and the Tour de France last year, as Britain was more successful then.
David McCorquodale, head of retail at KPMG, said: “Despite the glorious sunshine, retailers managed to capture shoppers’ attention online through the use of targeted and innovative digital campaigns, linking products to holiday plans, festivals and sporting events taking place across the UK. This clever use of customer data and technology paid dividends for the sector, with non-food online sales soaring to record levels.”
Dickinson added: “Established websites are capitalising on their client base by partnering with other retailers, therefore becoming a favourite destination for a larger range of products.”